Unifying Story and
Building Community with
Fine Arts Work Center

Role: Director of External Relations

The Fine Arts Work Center, a prestigious arts organization with a 50+ year legacy, faced the challenge of connecting its rich history with contemporary audiences.

  • Multiple program narratives competing for attention, diluting the organization's core story.

  • Disconnected communication channels creating fragmented audience experiences

  • Preserving an authentic artistic brand voice while expanding digital reach inside a complex stakeholder landscape

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Action

I adopted a test-to-fail mindset to create a cohesive brand narrative strategy that honored tradition while embracing modern connections.

    • Began building a narrative framework connected to the organization’s five-year strategic plan

    • Focused on preserving artistic integrity by working with writers associated with the organization to develop brand voice

    • Orchestrated content strategy balancing artistic legacy with contemporary relevance

    • Designed an engagement strategy focused on meaningful audience connections

    • Implemented targeted newsletter campaigns sharing artist stories and impact

    • Created narrative-driven social media approach highlighting community connection

    • Led strategic media partnerships to amplify organizational narrative

    • Collaborated with freelance designers and design agencies to create authentic visual storytelling

    • Developed brand-aligned digital content strategy

    • Guided website transformation to better showcase community stories — a centralized location for press

A Closer Look at 2022-2023 FAWC Fellows

Collaborating with local videographer and photographer Michael Cestaro of UpAbove Creative, we created a narrative-rich video featuring resident Fellows. We debuted this video at the 2023 annual fundraiser for our donors.

Results

    • Grew Instagram community by 150% (6,000 to 15,000 followers) through internal alignment and with external agencies

    • Achieved 51% email open rate through compelling narrative content

    • Built engaged subscriber base with 3% click rate (exceeding industry standards)

    • Successfully unified voice across three core programs

    • Strengthened donor engagement through cohesive impact stories

    • Created and continue evolving sustainable framework for ongoing brand storytelling

    • Added new engaged community members through newsletter and social media

    • Enhanced cross-departmental collaboration through shared narrative tools

    • Established FAWC as a leading voice in arts community dialogue